GlaxoSmithKline (NYSE: GSK) today confirmed that it will implement a new system for evaluating and compensating its sales professionals beginning in 2011.
Under the new system, bonuses for sales professionals who work directly with healthcare professionals and other customers will no longer be based on individual achievement of sales targets, but will be based primarily on the service they deliver to customers. Bonuses will be determined, in part, by customer feedback, and by a sales professional's adherence to the company values of transparency, integrity, respect and patient-focus.
"The U.S. healthcare marketplace is changing significantly in response to demand by patients, healthcare providers and payers for higher quality care, lower costs and better health outcomes," said Deirdre Connelly, President, North America Pharmaceuticals, GlaxoSmithKline. "Physicians have been telling us they want to see fewer sales professionals, and those they do see need to provide greater value in helping improve patient health. In response, we are changing the way we sell our medicines and vaccines in order to deliver the value our customers demand, in a transparent way, with integrity and respect for the patient."
As more healthcare providers move into large health systems or integrated delivery networks where decisions on purchasing and utilization are made from a central office, sales professionals can offer more value to health care providers by working in a different way.
"We've spent a good deal of time listening to our customers, and they are asking us for more information about reimbursement, disease education, and support for improving patient health," Connelly said. "The changes we are making to our sales compensation system will enable us to align our financial incentives to activities that offer appropriate value that is consistent with our company values."
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